in 2009, her one shouldered white chiffon ball gown made designer jason wu a household name. >> when she wore his gown, apparently his company received 4 million website hits. >> reporter: women's wear daily asked some of the top designers to sketch their vision. calvin klein went for a dark, edgy, tapered look. leila rose scott, a delicate lavender gown and tommy hilfiger turned to the next generation with looks for first daughters malia and sasha. >> they're becoming more interested in fashion and american designers are keen to dress them. >> reporter: the first lady has had a few fashion missteps, ruffling feathers when she wore british label alexander mcqueen to a state dinner for the chinese president and a cardigan to meet the queen. but the first lady takes it all in stride. even after she becomes a fashion icon for the ages, capable of changing a company's bottom line in minutes, telling our own robin roberts -- >> it's hard. i'm a tomboy jock at heart but i like to look nice. >> reporter: tonya rivero in new york. >> i like the bangs. >> i do not. >> i like them, rob. it's a